Influence of Entrepreneurial Role Models on College Students' Entrepreneurial Intentions: Based on the Moderating Effects of Proactive Personality

College students are the new force of mass entrepreneurship and innovation. It is of practical significance to study college students' entrepreneurial intentions to stimulate their innovation vitality. This paper establishes a theoretical model by taking entrepreneurial role models as the antecedent variables to trigger college students' entrepreneurial intention and introducing the variables of entrepreneurial passion and proactive personality to explore the effect of entrepreneurial role models on entrepreneurial intentions. Based on questionnaire data, research hypotheses are tested with structural equation models and multiple linear regression equations. The results show that entrepreneurial role models have a positive effect on entrepreneurial passion; and the stronger the entrepreneurial passion is, the more obvious the college students' entrepreneurial intentions are. Proactive personality has a moderating effect on the correlation between entrepreneurial passion and entrepreneurial intention. That is, when the level of proactive personality is higher, the impact of entrepreneurial passion on entrepreneurial intention is more significant. Therefore, it is suggested that the government and universities should attach importance to the effect of entrepreneurial role models in entrepreneurship education and take various measures to stimulate college students' entrepreneurial passion and cultivate their proactive personality.